Why blog and how to blog?

Why blog?

  • Blogging help boosts search engine optimisation (SEO) as it provides an opportunity for you to use keywords pertinent to your business, which will show up in search engine results.
  • It provides an opportunity to demonstrate your expertise, bring some personality to your company and position yourselves as experts.
  • It keeps your website up to date with fresh content which is good for SEO and gives a better experience for the visitor.
  • It enables visitors to interact with your company in the form of comments which helps build relationships.

Getting started on blogging 

  • Put together a “content topic bible” – this is essentially a spreadsheet listing all the topics that are relevant to you and your website and which you can blog about. Start by listing your key topics (this could be your key service or products for example) and then break each of these down into sub-topics.
  • Keep this document as a working document and add to it over time. This document can be used to plan when you will blog about certain topics so that the timing fits in with other marketing campaigns.
  • Decide on the overall tone of your blog and stick to it.
  • Decide who will write blogs, this doesn’t have to be just one person. If more than one person will be blogging on behalf of your company then create blogger profiles for each author so readers of the blog can relate to them.

 Writing a blog

  • Plan your keywords – work out what you potential visitors will be searching for. What would they type into a search engine? What trigger words would get them to click?
  • Use the Google AdWords keyword tool to check your choice of keywords and identify if there are better alternatives. Aim for keywords/phrases that have low-medium competition and a high local search volume.
  • Choose 2-3 of your keywords (no more) and prioritise them into primary and secondary keywords. Primary keywords are those that you deem to be most important, perhaps a product type or brand. Secondary keywords are less significant, linked to the primary keyword and tend to be generic. These would be utilised by someone with specific knowledge of the product or service.
  • Title your blog using the primary keywords you have formulated. This also transfers into the URLs which will help with SEO.
  • Aim to use your keywords in the opening paragraph (the first 100 or so words). This could be a summary of the blog topic.
  • Break the content of the blog up with sub-headings, which include your keywords. Keep paragraphs relatively short and try to introduce your 1 or 2 of your keywords into each paragraph.

Points to bear in mind with blogging

  • Whilst it is important to optimise your blog with your keywords don’t use them to the detriment of your content. Remember that it’s the human visitor who will pay for your services, not the search engine and if the copy doesn’t grab the reader and persuade them to buy, then there’s little benefit to achieving a high ranking.
  • Don’t get too hung up about using keywords. Sometimes it’s just good to write about an interesting topic even if it doesn’t quite fit within your blog strategy.
  • Link content in the blog to relevant pages on your website.
  • Try to include a call to action in the conclusion, for example, “want to see some examples of how we do this?” or invite comment by posing a question.
  • Key an eye on comments and make sure that you acknowledge and respond to them. Preferably change your settings so that comments need approval from a moderator before being posted. This enables you to vet what comments are posted against your blog.
  • As a minimum blog once a month, ideally aim for one a week or fortnight. That said don’t blog just for the sake of it.
  • Use social networking sites to promote your blog.
  • Use sharing buttons on your blogs so that readers can share your blogs with their network.

Have I missed any important blogging tips? If so please add them in the comments below.

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